Coulthard changes colours

DJR Team Penske introduces a new partnership at the Castrol Gold Coast 600 with national car buying service SellMyCar taking primary position on Fabian Coulthard’s #12 Ford Supercar.

The association between sellmycar.com.au and Manheim Auctions sees an extension of the strong ties in the USA between the Penske Automotive Group and Cox Automotive.

The local Cox Automotive Automotive-owned brands are making big inroads into the Australian market and the association with DJR Team Penske is seen as a great profile for the two brands. Cox Automotive supports Team Penske’s USA NASCAR program via sponsorship promoting its Autotrader brand.

Manheim Australia Director of Marketing Justin Hodgson confirmed the sponsorship was a one-off at this stage.

“We are really excited to be working with DJR Team Penske and expect our sponsorship will generate some great exposure for our brands,” Hodgson said.

“While it is a one one-off partnership this year, if it proves to be effective, it could certainly lead to an ongoing relationship between our companies. Cox Automotive have a number of brands in this market so it could provide an important platform as we continue our expansion into different aspects of the Australian automotive landscape.”

DJR Team Penske Managing Director Ryan Story was pleased with the new look for this week’s event.

“This is a great new partnership for the team,” Story said.

“Cox Automotive are long term partner of Team Penske, and the Australian company has embraced the DJR Team Penske Supercars program.

“It is always exciting to debut a brand new sponsor to our sport and the activity leading up to their event has been impressive with the SellMyCar and Manheim activations. We look forward to welcoming the team and their guests to the DJR Team Penske garage over the weekend.”

The sponsorship and activation is a first for SellMyCar in Australia and incorporates corporate hospitality as a key part of the partnership, with SellMyCar having already run a consumer competition with prizes of trips to the Castrol Gold Coast 600.